Exam 3: Perception

A sign on a drawer in the kitchen of a fraternity said "Plastic Silver." The drawer contained plastic spoons, forks, and knives for casual dinners. Use the principle of hyperreality to explain why users of the kitchen would know what was in the drawer without looking.

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Question 1

Correct Answer:

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Dining implements in more upscale homes were often made of silver. More casual ware was generally made to look silver even when it didn't contain silver metal. Eventually, all dining implements became known as "silverware." This drawer, however, contained plastic objects, but the objects were used for dining. Fraternity members would know that the label "plastic silver" means the utensils in the drawer are plastic.

Which of the following is most relevant to a company that wants to position a new brand on price leadership?

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Question 2

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________ refers to the extent to which processing activity is devoted to a particular stimulus.

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Question 3

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You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Perception is imptant in undrstdng consmr bhavr.

(True/False)

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Question 4

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.

(Multiple Choice)

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Question 5

Explain the term "trade dress" and give an example.

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Question 6

Explain the closure principle.

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Question 7

________ perspective is best summarized by the saying "The whole is greater than the sum of its parts."

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Question 8

What is the difference between sensation and perception?

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Question 9

The process by which people select, organize, and interpret sensations is called ________.

(Multiple Choice)

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Question 10

When Coca-Cola embeds sexual images in their advertising, they are using ________.

(Multiple Choice)

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Question 11

An index is a sign that connects to a product because they share some property.

(True/False)

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Question 12

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

(Multiple Choice)

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Question 13

Haptic refers to a consumer's sense of sight.

(True/False)

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Question 14

The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.

(Multiple Choice)

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Question 15

Interpretation is the last stage of the perceptual process.

(True/False)

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Question 16

In the Western Culture the color black is often associated with ________.

(Multiple Choice)

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Question 17

________ is a discipline that studies the correspondence between signs and symbols and their meaning.

(Multiple Choice)

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Question 18

The minimum difference that can be detected between two stimuli is known as the ________.

(Multiple Choice)

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Question 19

When consumers see only what they want to see-don't see what they don't want to see is called ________.

(Multiple Choice)

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Question 20

Showing 1 - 20 of 94

A sign on a drawer in the kitchen of a fraternity said "Plastic Silver." The drawer contained plastic spoons, forks, and knives for casual dinners. Use the principle of hyperreality to explain why users of the kitchen would know what was in the drawer without looking.

Which of the following is most relevant to a company that wants to position a new brand on price leadership?

________ refers to the extent to which processing activity is devoted to a particular stimulus.

You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Perception is imptant in undrstdng consmr bhavr.

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.

Explain the term "trade dress" and give an example.

Explain the closure principle.

________ perspective is best summarized by the saying "The whole is greater than the sum of its parts."

What is the difference between sensation and perception?

The process by which people select, organize, and interpret sensations is called ________.

When Coca-Cola embeds sexual images in their advertising, they are using ________.

An index is a sign that connects to a product because they share some property.

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

Haptic refers to a consumer's sense of sight.

The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.

Interpretation is the last stage of the perceptual process.

In the Western Culture the color black is often associated with ________.

________ is a discipline that studies the correspondence between signs and symbols and their meaning.

The minimum difference that can be detected between two stimuli is known as the ________.

When consumers see only what they want to see-don't see what they don't want to see is called ________.

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